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Consumers are planning parties at home, says research

A recent survey by Kantar into consumers’ party and celebration plans, has shown that more than half are not planning any celebrations outside of their own home in the next three months.

The study split party planners into three groups and showed that the majority were still cautious about holding parties or gatherings now that restrictions have been lifted. The proactive group who intend to plan more parties than before, were in the minority with only 10.1% of the respondents; The unaffected group who plan to hold the same number of parties as before, made up 29.1%; and the cautious group, who are intending to hold no parties, or fewer than before, made up the majority of the respondents with 43.6%.

Home is where the party will be this year, with 43.6% of respondents saying they are planning gatherings at home, and only 12% expecting to visit venues outside the home over the next three months.

64% of respondents are planning to host Christmas this year, while 50% are organising gatherings with friends and family, and 49% are arranging birthday parties. Only 27% of respondents planned to hold a Halloween celebration.

Supermarkets were the favourite destination for party supplies, with 39% saying they would shop for supplies there. 27% planned to shop in bargain retailers, 23% will shop online, 4% will go to party stores, and similarly 4% plan to use independent retailers for their supplies.

After a subdued Christmas last year, 6% of shoppers plan to spend more on Christmas this year, with 13% expecting to buy more decorations and 19% planning to spend more on cards and wrapping paper.

When buying party supplies, cost was the biggest factor affecting decisions. 60% of respondents said low prices were important, while 33% said they look for promotions, 33% said convenience was important and 23% were looking for quality products.

Kantar’s research was carried out in October 2021 with 51,080 respondents.

 

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